BEAUTY BAY was developing its annual summer collection during the global pandemic and required a creative campaign that would captivate new and existing Gen Z audiences during a challenging time. I was asked to art direct the digital campaign and oversee the packaging designs. Using trend insight from the shade story, we produced a highly stylised visual style that captivated the audience and leveraged the concept of impending outdoor freedom. The campaign was produced successfully despite ongoing restrictions and met all key metrics and sales targets.
